PARAMUS, N.J., March 20, 2017 /PRNewswire/ -- Ever since the launch of digital media, attribution tracking has centered on the performance metrics of the last click. Although enhanced attribution analysis was desired by most marketers, tracking limitations largely made it a hypothetical practice.

Last-click attribution data, used by the majority of marketers, neglects to report on the impact of top-of-the-funnel branding efforts that can significantly lift the performance of conversion-driving channels. As a result, last-click attribution optimization methods can negatively impact holistic campaign performance.

With features now in beta, Sparkroom performance marketing technology has made cross-channel, multi-touch digital attribution tracking a reality for its higher education clients. The new attribution dashboard within Sparkroom performance marketing technology links third-party data sources (like Google Analytics) with school data sources (like customer relationship management (CRM) software) to combine pre-lead and post-lead data into a single view. Customizable visualizations allow users to analyze the impression-to-enrollment performance for intelligent campaign optimizations.

The new cross-channel, multi-touch digital attribution dashboard within Sparkroom technology allows higher education marketers to visualize the most common student journeys across digital channels and understand which combinations of marketing channels best lead prospective students to inquire, enroll and start. This intelligence can be used to assess the holistic performance of digital marketing campaigns, identify the best channels for each stage of the marketing funnel and better optimize campaigns to maximize return on investment.

Sparkroom also recently announced the addition of inbound call attribution tracking into its performance marketing technology platform. This enhancement integrates call tracking systems to connect pre-lead call data with post-lead data and provide the feedback loop needed to track the performance of inbound call campaigns.

Prior to the introduction of inbound call attribution tracking within Sparkroom performance marketing technology, the tracking of inbound calls was managed through significant manual effort. An inbound call generated from a click-to-call search ad, web page or offline media had to be entered into the CRM by the person receiving the call. As a result, the data was prone to human error. This new feature from Sparkroom alleviates the need for delayed, manual work to match conversions across various systems.